Pampers Global ‘Love, Sleep & Play’ campaign launch

The brand’s first global campaign in a decade needed a launch that celebrated babies in a digital-first and innovative way. So we went big: we took over Grand Central in NYC with a 3D projection experience created by parents across the US. The campaign included a new Pampers photo app for parents, a microsite, and social extensions.

To help us connect with parents in a more authentic manner, we didn't just talk about the new campaign. We invited parents around the world to show us their own interpretation of 'love, sleep & play' and used the UGC to create a 3D interactive projection at Grand Central, New York City.

The result: 38K photos were submitted via a campaign app and social media activation, garnering major media attention.

• 2.3M+ social impressions

• Film was shared 3,000+ times